Today brand+Co announced the launch of Interface Agency, its new digital division.The world around us is changing at a rate that is almost inconceivable. At least some part of a customer’s experience is going to be digital. For us, digital means making those experiences better while also improving efficiency – for the customer and the organisation behind the experience.

1. Optimise for the end userBots should be used to improve the end user experience, not just to make life easier for customer support teams.2. Don’t pretend to be a humanPlaying bait-and-switch with a user can make them feel that they have been duped, or that they don’t understand how a system works; both are bad user experiences. 3. Always have a human fallback optionAllow the user to express “I’d rather wait and talk to a real human, make this robot thing go away“.

A name helps establish the tone for a brand, service, or product. It acts as the primary handle for a brand. It’s a recall and recognition device, it communicates desired attributes or specific benefits, and, through time and consistent use, it becomes a valuable asset and intellectual property.

1 Make it memorable. Is the name easy to remember? 2 Stand out in a crowd.If you are different, you want to sound different.3 Choose a name that tells your brand’s story.4 Global implications. Every brand wants to avoid linguistic disasters.5 Is the name protectable? Is there a direct URL available?

Do something new every day. Until we are willing to put ourselves out there and take a risk, we will never be able to achieve success and realize the potential of a brand. Risk-taking won't only potentially benefit the path you're already on -- it may actually open you up to a world of possibilities you have yet to consider.

Taking a different path is also a great opportunity for your brand to stand out and to present yourself as a market-leader, not a follower satisfied with the status quo.